Content

This unit introduces students to food consumers and the influences on their food purchasing and consumption behaviours. There are two main themes: 1) Situational and psychological influences consumers' food behaviours. Specific topics covered will include: the roles of beliefs and attitudes, needs, wants and personal values, personality and individual differences, role of emotions; the senses, perceptions, habituation, taste preferences, satiety processes, social group and cultural influences. It will also cover nutrition communication and the role of the mass media and advertising; food labels and health claims, consumer confusion. Students will also assess interests and values and the implication of these for career choices and goal setting. 2) Global influences on behaviour. Specific topics covered will include marketing strategies; nature of global food market on behaviour; the supremacy of the supermarkets; responses of markets to consumer and health issues; promotion of functional, convenience and organic foods and the role of governing bodies in the food industry.